Renowned Indian fashion designer Ritu Kumar started her journey in 1960’s and gradually grew to various cities nationally and internationally over the years
Tell us about your brand’s journey.
Our journey started at Kolkata in 1960’s and gradually grew to various cities nationally and internationally over the years. The brand explored newer genres of style and design and moved from just bridal and evening wear to launching the prêt collection ‘Label’ in 2002 with Amrish, which is focussed on the younger generation. The journey has been a long one but it is still going on and so far it has only been fruitful.
What’s the USP of your brand that would attract your investors to hand hold with Ritu Kumar?
Not only Ritu Kumar a globally recognized brand, but also renowned for its unique products with a strong design language. This revivalist brand has a rich Indian heritage and high brand equity, as well as being a recognized brand presence in key international markets.
Our brand believes in curating unique experiences rather than just providing services. Thus, we recognize the exclusive qualities of each of our customers and focus on their needs and providing them with pleasant experiences they can look back on fondly.
What kind of training and support do you offer to your investors?
Partners who are franchisees have always benefitted due to the good margins they receive, the merchandise promotional support and the high-fashion quality merchandise and training support. Other benefits include consistent and clear communication with the Ritu Kumar franchising team, clear policies, on time deliveries, good feedback management processes and recognition/growth incentives.
What are your expansion plans?
As we have had many milestones in our long journey and each one, whether small or big, has had a big impact on the Ritu Kumar family. From opening our first store to launching our Label line and extending the brand to many cities, each step in our journey is a milestone of its own and holds a special place in our hearts.
We recently opened another store in Dubai making this our 5th international store. In India, we have 48 stores so far and plan to have 50 stores by the end of the year.
Facts
Area: 1,000 sq ft
Target cities of expansion: Tier 2 cities
Year of inception: 1969
In a rapidly evolving digital commerce landscape, Digihaat emerges as a transformative force, leveraging the Open Network for Digital Commerce (ONDC) protocol to empower underserved sellers and expand e-commerce access in India. In an exclusive interaction, Rahul Vij, COO of Digihaat, sheds light on how this buyer application is reshaping the industry by ensuring a fair, transparent, and sustainable marketplace for both sellers and buyers.
Digihaat is an ONDC protocol-enabled buyer application that acts as a front-end interface connecting sellers to buyers. Explaining the platform, Rahul Vij stated, “Digihaat operates like any other buyer application, but its entire supply chain, backend services, and technology stack are sourced through the ONDC protocol. This allows any seller onboarded via ONDC to gain access to a vast digital marketplace.”
Unlike traditional e-commerce platforms, Digihaat does not impose a centralized control over sellers but instead provides them with a democratized ecosystem, where they can independently manage their inventories and sales without paying heavy commissions.
Digihaat is committed to making e-commerce more accessible and inclusive, particularly for small and rural businesses. “The idea is to help sellers increase their audience reach and integrate them into India's digital economy. We align closely with the local for local initiative, ensuring small businesses, entrepreneurs, farmers, and artisans get a fair marketplace,” said Vij.
A key challenge in the current e-commerce ecosystem is the lack of visibility and support for local and underserved businesses. By leveraging ONDC, Digihaat ensures that these sellers are not overshadowed by larger players but receive equal opportunities to showcase their products across the country.
Seller onboarding is facilitated through seller network participants (SNPs), who assist in managing catalogues and deliveries. Vij explained, “These network participants take care of onboarding, managing the catalogue, and ensuring seamless deliveries for sellers. They play a crucial role in bridging the gap between independent sellers and the ONDC ecosystem.”
Currently, e-commerce penetration in India is at just 6 percent, leaving immense room for growth. Digihaat aims to onboard the remaining population through a transparent, efficient, and scalable model. “Our vision is to empower not just buyers but also millions of sellers across India. When a revolution of this scale happens, the ease of selling and buying transforms, much like India’s UPI revolution,” he remarked.
By lowering entry barriers and simplifying digital transactions, Digihaat intends to replicate the success of digital payment systems within the e-commerce space.
Digihaat is aligned with the Make in India movement by promoting local artisans, MSMEs, and traditional businesses. The platform has launched a dedicated section, Amazing India, featuring handicrafts, textiles, and artisanal products year-round.
“Amazing India will permanently showcase various indigenous crafts and self-help group products, reinforcing our commitment to India’s rich heritage. Different festivals and seasons will highlight different crafts, from textiles to handmade diyas and jewelry,” explained Vij. This initiative ensures a sustainable and consistent platform for local businesses to thrive.
Technology is at the heart of Digihaat’s operations. The platform integrates AI-driven solutions to improve seller discoverability and optimize operations.
“We are building a tech-first marketplace that simplifies seller onboarding and enhances buyer experiences. AI will help enhance product visibility and create a seamless experience for both sellers and buyers,” he shared.
Sustainability is a growing concern in e-commerce, and Digihaat takes a proactive approach to addressing this challenge.
“Our open network model removes middlemen, ensuring sellers retain a larger share of their profits. By eliminating unnecessary operational inefficiencies like inventory holding costs and logistics complexities, we maintain a transparent, sustainable, and cost-effective model,” highlighted Vij.
Unlike traditional e-commerce platforms, Digihaat does not impose predatory commissions or hidden fees. The platform's goal is to create an affordable network that benefits both buyers and sellers without inflating costs through deep discounting tactics.
Digihaat evaluates its success based on the number of unique sellers gaining customers, the percentage of first-time buyers, and the overall user retention rate.
“For us, success means empowering first-time sellers and buyers to embrace digital commerce. Our goal is to digitize as many small businesses as possible while ensuring an experience that matches leading e-commerce platforms,” he emphasized.
Digihaat envisions a future where ONDC fosters a truly open e-commerce ecosystem.
“ONDC ensures that once a seller is listed, they can operate independently without paying exorbitant commissions. Digihaat acts as a trusted window for these sellers, giving them the visibility and confidence to reach new digital shoppers,” asserted Vij.
Digihaat is not just targeting Tier II and beyond markets but is a pan-India initiative. Sellers come on board via self-help groups, SMEs, and established brands, creating a universal network where small businesses and major players coexist with equal opportunities.
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